ch 8 MAR

A test market is an example of a(n) ______

experiment

A test market is an example of a(n) ______.

experiment

In marketing research, a(n)___________ involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect.

experiment

_________ research provides ideas about a relatively vague problem or question

exploratory

_________ research provides ideas about a relatively vague problem or question.

exploratory

Data can be defined as ______.

facts and figures related to the research problem

The two main data collection ________ are observing people and asking them questions.

methods

One limitation that should be considered for cross tabulations is that they may be ______.

misleading if based on too few observations

The two main types of data are ______.

primary and secondary

Primary data differ from secondary because ______.

primary data are newly collected while secondary data were previously collected for another purpose

What are the two primary advantages of online surveys?

relatively minimal cost to conduct quick turnaround time from data collection to report

Through the use of data ______ marketers are more effective in presenting the results of marketing research analysis.

visualization

What is a mechanical method for collecting observational data?

Nielson's "people meter" attached to televisions to measure TV ratings

The five-step marketing research approach begins with ________ and ends with ________.

defining the problem; taking marketing actions

In which technique does a researcher ask lengthy, free-flowing questions to probe for underlying ideas and feelings?

depth interview

Which of these are part of the development of a marketing research plan? (Select all that apply)

determining how to collect data specifying constraints

Analyzing data and presenting the findings are the two parts of which step in the marketing research approach?

develop findings

When a consultant prepared marketing dashboards showing sales data for different household types over a four-year period for Tony's pizza, this was completed during which step of the marketing research approach?

develop findings

The constraints on the activity, the data needed for decisions, and how to collect data are all determined in which step of the marketing research approach?

develop the research plan

Dell provides products that are reliable. __ Yes __ No

dichotomous

Which two of the following should be systematically analyzed when you evaluate the results of research-driven marketing actions?

evaluate the decision evaluate the decision process

Facts and figures that are newly collected for the project are referred to as __________ data. (one word)

primary

Researchers collect ________ data by either observing people or asking them questions.

primary

What two factors are likely to be a part of descriptive research?

- finding the frequency with which something occurs - finding the extent of a relationship between two factors

Which two are characteristic of a dichotomous question on a questionnaire?

A "Yes" or "No" question is an example. It is a type of closed-end or fixed alternative question.

_______ research generally involves trying to find the frequency with which something occurs or the extent of a relationship between two factors.

Descriptive

Why are marketing researchers turning to online surveys to collect primary data?

Most consumers now have an Internet connection and an e-mail account.

What is the main advantage of primary data compared to secondary?

Specific to the problem being studied

What is a disadvantage of using panels for marketing research?

They require continuous and complex recruitment of new individuals to replace drop-outs.

What are characteristics of an experiment in research? (Select all that apply)

They test cause and effect. They require tightly controlled conditions. They involve manipulating variables to see the effect on another variable.

Marketers that are interested in identifying the characteristics and trends among ultimate consumers such as age or ethnic background are likely to start with which source of data?

US census bureau reports

What is the best example of an ambiguous survey question?

Was your ice cream order delivered to your table quickly? __ Yes __ No

A constraint in a decision is ______.

a restriction placed on potential solutions to a problem

When the marketing manager at Tony's Pizza decided to target households with children ages 6 to 12 to reverse the sales trend in this segment, she was converting information into a(n) ______.

action recommendation

When two people answer "often" to a survey question but their "often" means different things, then this survey question would be considered to be ______.

ambiguous

Historically, the most common way of collecting questionnaire data was through ______.

an individual interview

Marketing research includes which of the following? (Select all that apply)

analyzing data recommending action collecting data

platforms which undertake reasoning and common sense tasks to allow computers to "behave" intelligently platforms which undertake reasoning and common sense tasks to allow computers to "behave" intelligently

artificial intelligence

In setting research objectives, marketers have to ______.

be clear on the purpose of the research

Data mining is the extraction of hidden information from large databases to find statistical links ______.

between consumer purchasing patterns and marketing actions

What are characteristics of open-ended questions? (Select all that apply)

captures the "voice" of the respondent good for idea generation about product benefits and advertising

In marketing research, an experiment is designed to test ______.

cause and effect, often between marketing mix elements and sales outcomes

collection of servers accessed through an Internet connection

cloud

Concepts and methods are key elements to consider when deciding how to ________ for marketing research.

collect data

Marketing research begins with ______.

defining a marketing problem

Marketing researchers may develop a new-product ________, a picture or verbal description of a product or service the firm might offer for sale.

concept

In marketing, ________ are ideas about products and services, and they are a key to deciding how to collect research data.

concepts

Which two are key elements in deciding how to collect data for marketing research?

concepts methods

When delivering marketing research findings to a manager, it is desirable to have ______ and ______. (Select two items)

condensed findings in about one page clear and understandable results

The second step in the marketing research approach involves developing the research plan. This includes specifying the ________ surrounding the research activity, and identifying the ________ needed for marketing decisions.

constraints; data

A chart showing the results of data collection for frequency of fast food consumption by each of three head of household age groups is an example of a(n) ______.

cross tabulation

A(n) ________ is a method of presenting and analyzing data involving two or more variables to discover relationships in the data.

cross tabulation

Despite its limitations when used with small sets of data, ________ is probably used more frequently for marketing decisions than any other method of analyzing data.

cross tabulation

________ is the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions.

data mining

Which characteristic is most important in identifying which data to collect for marketing research?

data that is relevant to decisions for marketing actions

specific way of presenting results of marketing research analysis specific way of presenting results of marketing research analysis

data visualization

Setting the research objectives and identifying possible marketing actions are things that would be completed in which step in the marketing research approach?

define the problem

What are research methods used to generate new ideas? (Select all that apply)

focus groups trend hunting depth interviews

The U.S. Census Bureau publishes reports that contain detailed information on American households, and marketers use this data to ______.

identify characteristics and trends of ultimate consumers

As it pertains to the marketing research process, what are the two key elements of defining the problem?

identifying possible marketing actions setting the research objectives

Creation of an advertising campaign for Tony's Pizza that will appeal to 6- to 12-year-olds is best described as what part of the final step in the marketing research approach, to take marketing actions?

implement action recommendations

_________ technology includes all of the computing resources that collect, store, and analyze a company's data.

information

All of the computing resources that collect, store, and analyze data are collectively known as ______.

information technology

organization that successfully uses a combination of data technology and analytics to convert data into useful information organization that successfully uses a combination of data technology and analytics to convert data into useful information

intelligent enterprise

Organizations may use ________ such as its own detailed sales breakdowns by product line as the starting point for a research project because the potential huge savings in time and cost savings.

internal secondary data

A lost-horse forecast is what type of sales forecasting technique?

judgement of the decision maker

Dell provides products that are reliable. Strongly agree __ __ __ __ __ Strongly disagree

likert scale

Starting with the last known value of the item being forecast, listing the factors that could affect the forecast, and assessing whether they have a positive or negative impact are steps in which type of forecasting?

lost-horse

Usually generates biased results Usually generates biased results

mail survey

Criteria or standards used in evaluating proposed solutions to the problem are known as ______.

measures of success

A meter installed on a computer that records Internet user behavior by tracking actual mouse clicks would be what type of method for collecting observational data?

mechanical

The approaches that can be used to collect data to solve all or part of a problem are known as ______.

methods

Primary data has the advantage of being ______, whereas secondary data has the advantage of being ______.

more flexible; less costly

Which two are examples of personal methods for collecting observational data?

mystery shoppers who check a company's customer service ethnographic studies of consumers in their natural environment

Using brain scanning to analyze the buying processes of consumers and thereby improve Campbell Soup labels is known as ______.

neuromarketing

Research ________ are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.

objectives

Neuromarketing is a form of ________ data.

observational

What are the two methods that marketers use to collect primary data?

observing people asking people questions

Many surveys not delivered to recipients due to "spam blockers"

online survey

Because it has the ability to reach wide audiences, the costs are relatively minimal, and the turnaround time from data collection to report presentation is much quicker than other methods, many researchers choose to collect survey data through which method?

online surveys

What three things are important to you in a new computer? What three things are important to you in a new computer?

open ended

What type of question allows respondents to express opinions, ideas, or behaviors in their own words?

open-ended question

A(n) ________ is a sample of consumers or stores from which researchers take a series of measurements over time.

panel

When Procter & Gamble researchers watched women do their laundry, clean the floor, and put on makeup, they were using ________ methods of collecting observational data.

personal

High costs per respondent

personal interview survey

A constraint in a decision is a restriction placed on ______.

potential solutions to the problem at hand

Which two of the following are included in developing findings as part of the marketing research approach?

presenting findings analyzing data

Facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are known as _______ data.

questionaire

Individual interviews as well as online and mail surveys generate ______ data.

questionaire

Changes in consumer dessert preferences or competitor prices will affect next year's ________ for Betty Cricker's cake mix in the United States.

sales forecast

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts is known as a ______.

sales forecast

Because sales people are in frequent contact with customers and are likely to understand their likes and dislikes, organizations use ________ forecasting, despite that it may sometimes be unreliable.

salesforce survey

Internal ________ data may come from a company's own information on sales, while the external form may come from a source like the U.S. Census.

secondary

________ are facts and figures that have already been recorded before the project at hand.

secondary data

Describe the extent to which Dell provides products that are... Reliable __ __ __ __ __ Unreliable

semantic differential scale

In defining a problem, it is important to develop specific measures of success because these ultimately lead to ______.

specific marketing actions to be taken

A linear trend extrapolation is what type of sales forecasting technique?

statistical methods

What are the three main sales forecasting techniques?

statistical methods surveys of knowledgeable groups judgments of the decision maker

A survey of buyers' intentions forecast is what type of sales forecasting technique?

surveys of knowledgeable groups

The last step of the marketing research approach is to ______.

take marketing action

Monitoring how marketing decisions turn out is part of which step of the marketing research approach?

take marketing actions

Select the steps in the marketing research approach. (Select all that apply)

take marketing actions develop findings define the problem

The neuromarketing method of marketing research uses _______.

technologies used to study the brain to understand consumers

Unhappy respondents can quickly end the interview Unhappy respondents can quickly end the interview

telephone survey

A manufacturer of vegan burgers has a strong following in the Pacific Northwest. The company is thinking of offering its products nationwide. To gauge interest, it places its product in 3 cities to evaluate consumer reaction. This is known as a ______.

test market

In 1988, Walmart opened three experimental stand-alone supercenters to gauge consumer acceptance before deciding to open others, using what is known as a(n)

test market

Offering a product in a small geographic area to help evaluate potential marketing action is known as a(n) ______.

test market

Which is a characteristic of using the individual interview to collect data?

the ability to probe with additional questions

In what three ways are observational data collected?

through neuromarketing methods by watching people in person by mechanical or electronic means

What are the two main reasons that marketers prefer to obtain secondary data first?

time savings low cost

What is the goal of effective marketing research studies?

to collect data that will lead to effective marketing actions

________ for forecasting relies on the assumption that underlying relationships in the past will continue into the future, resulting in its simplicity as a method but inaccuracy in times of change.

trend exploration

An organization may start a new marketing research study by examining internal secondary data like customer complaints primarily because ______.

using this information can result in time and cost savings

Exploratory research provides ideas about a relatively ________ problem.

vague